Illuminating the attitudes and lifestyles of fitness consumers to enable a sports drink to connect on a deeper human level.
A leading sports drink brand was craving knowledge of its consumers to build empathy and brand loyalty. It wanted to learn how to succinctly articulate the differences between its target segments, debunk any myths or stereotypes associated with them, and then teach its team how to quickly and efficiently get into their different mindsets.
The Sound led two half-day immersions with the three core segments to get under the skin of each audience and understand how sports nutrition played out in their lives. The first immersion focused on a group ‘show and tell’ dynamic, whilst the second deep-dived into individuals from each segment.
The Sound then produced sizzle films for each segment, as well as an overarching takeaway video which weaved together footage from the immersions and consumer home-video diaries, to breathe life into the segments and make them tangible to the team.
We learned that the segments weren’t static, but that lifestyle changes and new realizations were causing people to move between them at different points in their life. In order to build empathy and loyalty, the brand, therefore, needed to play the long game and invest in relationships with its audience not once, but over a lifetime as people aged and their attitudes and behaviors evolved.
Gatorade: Connecting Brand and Consumer
One of the best ways to practice empathy is to actually experience it with your target. Gatorade signed up to do just that. They wanted to get out of the office and into their consumer segments’ everyday lives... and to really take a walk “in their shoes.”
With that, one of the pioneer brands in the kombucha space needed help seeing into the future. To grow the category, and define what the gut health space has the potential to become, it needed to first reimagine its portfolio strategy—from product centric, to needs driven—and then craft its pipeline for success.